Brand Positioning

Positioning and repositioning a brand

Brand Positioning


Geoffrey Precourt, Event Reports, 4A's Transformation, March 2015

This event report looks at the need for transformation in the agency world – a drive being spearheaded by the 4A's, the trade body.


Low Lai Chow, Event Reports, Festival of Media Asia Pacific, March 2015

This event report looks at ways in which global brands are being marketed locally in the Philippines.


Stephen Whiteside, Event Reports, South by Southwest, March 2015

This event report outlines Patagonia's approach to driving "good growth", a model which aims to consider employees, communities and the state of the planet as well as driving the bottom line.


Bridget Angear, Institute of Practitioners in Advertising, from Advertising Works 22, 2015

This article offers five lessons for relaunching brands, using examples from the 2014 IPA Effectiveness Awards winners.


Emily Barley, Event Reports, ISBA Annual Conference, March 2015

This event report looks at how marketers can earn and retain the attention of consumers in a rapidly changing world where this can no longer be simply bought.


Emily Barley, Event Reports, ISBA Annual Conference, March 2015

This event report looks at how Vodafone has evolved three pillars to help it navigate the complex and rapidly changing world of modern marketing.


ARF Ogilvy Awards, Silver, Fashion, style & beauty, 2015

This case study explains how Make Up For Ever, the new make up brand, took a branded bus on tour to build awareness of the brand and increase sales in the US.


ARF Ogilvy Awards, Silver, Travel & leisure, 2015

This case study explains how The Auto Club Group of America (AAA) created a storytelling campaign with its brand purpose at the centre to improve brand metrics.


Institute of Communication Agencies, Bronze, Canadian Advertising Success Stories, 2015

This case study explains how Jackson-Triggs, a wine brand owned by Constellation Brands, reversed a decline in sales in Canada.

WARC RECOMMENDS


BEST PRACTICE

How to position effectively

Tips, reminders and recommended reading


ARTICLE FOCUS

Create brand appeal

Implicit marketing and repositioning brands


BEST PRACTICE

Brand positioning statements

A practical how-to guide for marketers


CASE STUDY

NRMA: Differentiation makes a massive difference

Positioning a brand to justify a price premium